Telewest's consumer arm is well known, but the company felt more could be done to promote its business division, Telewest Business. Products from Telewest Business focus on remote and home working, so the company decided to launch a brand-awareness campaign that would target homeworkers. It called on retained agency Rainier PR to create a campaign that would focus on the pros and cons of working from home and stir up media interest in Telewest Business.
To position Telewest Business as an expert on home working through awareness of its 'white paper' on the subject. To drive traffic to the Telewest Business website.
Strategy and Plan
Rainier opted for a human-interest angle that would be targeted at mainstream national and local media in a bid to engage the business community. This involved what was billed as an 'experiment' - four senior executives, including Telewest chief technical officer Howard Watson, worked from home for two days to assess how working out of the office is different.
The four workers created an online diary in the process, blogging their thoughts and experiences three times a day.
The aim was to create two news angles for the media, one covering the experiment as it was happening and another covering its findings.
The media were alerted to the story on 11 November 2004 by press release.
Exclusives were offered to regional newspapers in areas where participants of the experiment lived, and nationally to Times Online and Reuters Business Television while the experiment was taking place on 15 and 16 November.
From 17 November other media were targeted with a campaign that focused on the results of the experiment. Local radio and specialist technical and business press were particularly targeted.
The angle emerging from the results was that, on the technical side, there was little difference working from home and, on the cultural side, benefits
included fewer interruptions. The drawbacks were also mentioned so the piece appeared balanced.
Measurement and Evaluation
Coverage of the event as it happened included a live feed on Times Online, as well as coverage in four regional newspapers, including the Bradford Telegraph & Argus. Reuters Business Television also covered the story of the experiment.
Following the experiment, the story was picked up by six business and trade journals, including Real Business, four local radio stations and BBC Online. Evaluation carried out by Rainier was quantitative and found that the campaign created 1,802,522 opportunities to see.
The campaign generated 1,300 unique hits on a dedicated Remote Control section of Telewest Business's website, which also saw 63 downloads of the firm's report on remote working. Rainier is working with Telewest later this year on a follow-up campaign aimed at promoting specific remote-working products.
'It was a good campaign which had some interesting findings,' says Bradford Telegraph & Argus senior reporter Tim Wyatt.